Sunday, July 27, 2014

John Cadbury: The Sweet Legacy

Besides
Milton Hershey, there were already numerous chocolatiers that began
manufacturing in Europe. The French, the Dutch, and the Swiss all had artisans
dedicated to chocolate making. Royals from Spain and France had high regards
and consumed chocolate in their respective courts. Eventually, the British soon
joined the ranks of chocoholics in Europe. And one of the leading chocolatiers
of the Industrial Age in Britain was the most recognizable as well, Cadbury,
John Cadbury.

John
Cadbury (1801 – 1889) was born into a business family in the rising industrial
cities in Britain. John Cadbury was born to Richard and Elizabeth Cadbury. The
family were part of the Society of Friends or Quakers. Their family owned a
business specializing in linen. His family’s business background dictated his
future. As part of his business studies, in 1816, he was sent to a tea dealer
as an apprentice. Then in early 1820’s he was sent to London as an apprentice
once again to a teahouse of Sanderson Fox & Company.

While
he was in London, he was able to walk and take a look at center of imported
goods brought by the British East India Company in the Mincing Lane. There, he
was able to look inside the warehouses of the Company. One good that in
particular interest Cadbury were cocoa beans or nib from South America. He saw
the potential of the beans and began to form his business plan.

His
own business materialized a year later, in 1824. On that year, he returned to
his hometown of Birmingham. With a small money from his parents, he set up a
shop besides his brother Benjamin’s draper shop. He set up a teahouse and a
cocoa shop. He made use of every money that his parents gave him. He spend
money for promoting his store by announcing via newspaper, Aris’ Birmingham
Gazette, issue on March 1, 1824, that Cadbury Teas and Cocoa Shop was open. Customers
who went to the shop were amazed of the ambiance and display it had. His shop
began to use an open shop window where customers and even bystander could
peaked inside the store and look at the displayed products in front. Inside the
shop, it gave an oriental experience to customers. Boxes and vases came from
China decorated the shop. Figurines with Asian style were also displayed. As a
final touch, a Chinese worker helped to serve the customers.

His
shop was a success. Cadbury’s timing was impeccable. Industrial Revolution in
Britain was towards new heights. Birmingham was of its centers. Manufacturers
flock the city and provided jobs to the populace. Thus, more workers meant more
money to the people. And with money came spending to luxury. Chocolate was
known as a rich man’s food. But with the rise of a working class, many had
spare money to spend. And Cadbury managed to tap on it. In addition to the
working class, Cadbury also continued to tap on the traditional wealthy
customers of cocoa. He attracted customers from prominent Birmingham families
like the Boultons, the family of Mathew Boulton who introduce a new steam
engine along with another customer of Cadbury, the family of James Watt.
Another cause of his success was the connections of their family to the Society
of Friends or otherwise known as Quakers. The Quakers were famous for their
business skills. And Cadbury used this connection to increase his sales to
fellow well-off Quakers.

His
shop’s success helped him to expand his business. In 1831, he decided to extend
his knowledge and his business of cocoa and chocolate. He bought a 4 floor
building in Crooked Lane. Here, he installed a steam engine which would power
his new imported van Houten machine from the Netherlands. From this machine,
Cadbury began to experiment for his recipe of his own milk chocolate.

Sales
of his chocolate further increased as time passed by and new developments came.
Further industrialization and extension of railroads allowed travel and money
to spread across the country. Some of this money went to Cadbury’s company.
High sales continued through the 1830’s

In
the 1840’s, however, was a time of hardship for the United Kingdom. Failure of
harvest caused widespread poverty. Importation of corn became an issue in the
parliament to save victims of famines. With the economy in the downturn and the
British people suffering the so-called Hungry Forties, people spent less to
chocolate and more to staple foods.

As
a response to the weaker sales, he began to diversify his products to attract
more customer attention. He began to make different products from chocolate. It
included products like Spanish Chocolate and Iceland Moss. He made these new
products to make customers interested and buy his products.

The
move was successful. So successful that it made it possible to expand his
business further. In 1847, the new Great Western Railway was being constructed.
The railroad, however, hit the Crooked Lane factory of Cadbury and had to be
demolished. But Cadbury used the opportunity to establish a new bigger factory.
He placed his new factory in Bridge Street. The new location was more
accessible and more convenient for the distribution of products because the
facility laid just beside the Birmingham Canal.

In
order to facilitate more the growing business, he allowed his relatives to join
him. In 1848, he and his brother, Benjamin formed the Cadbury Brother’s
Company. Also, his sons, George and Richard, also started to become involved to
the family business. In the 1850’s his two sons managed the London office. They
helped the factory to attain a Royal Appointment from Queen Victoria. This
allowed the company to place the royal seal to their packaging and increase the
prestige of Cadbury.

The
Royal appointment was followed by tragedy. John Cadbury’s wife, Candia, was
diagnosed with tuberculosis. Cadbury enthusiasm to the business began to
falter. And by the end of the decade, she died. It gave Cadbury a lasting
effect. He lost all his vigor in running the business. His loss of vigor was
reflected in the company, which saw huge decrease of sales and was tittering to
bankruptcy. In 1860, he dissolved the partnership with his brother. On the
following year, for the sake of the company, he passed the baton to his two
sons, Richard and George. He officially retired.

His
sons rejuvenated the company. By puritanically saving, they restored the
finance of the country which was in a bad condition when they took charge. In
1866, they catapulted the company back when they introduced a new product – the
cocoa essence. They also presided over the move to establish a model factory in
Bournville in 1879.Meanwhile,
John spent the rest of his life in quiet retirement. He passed away in 1889.
Leaving a legacy of sweetness that his sons continued and expanded to new
heights and became household name throughout the world.See also:Conrad Van HoutenMilton HersheyRodolphe Lindt

Bibliography:Cadbury, D. Chocolate War: The 150-Year Rivalry Between the World's Greatest Chocolate Makers. New York: Public Affairs, 2010. Mokyr, J. The Oxford Encyclopedia of Economic History. New York: Oxford University Press, 2003. Morck, R. A History of Corporate Governance Around the World: From Family Business to Professional Managers. Chicago: University of Chicago Press, 2005.Prinz, D. On the Chocolate Trail: A Delicious Adventure Connecting Jews, Religions, History, Travel, Rituals and Recipes to the Magic Cacao. Vermont: Jewish Lights Publishing, 2013.